Win/loss analysis is an essential practice for anyone who wants to better understand their competitive landscape and continuously optimize processes across sales, marketing, product management, and beyond.

Why do we win some deals and lose others? How often do we win against Competitor XYZ? How well do we compete in the healthcare vertical?

Asking and answering questions like these and subsequently taking action based on the conclusions you draw is a critical piece of the puzzle that is building a successful business.

According to our 2021 State of UK Facilities Services Competitive Intelligence Report, 88% of FM businesses say their markets are increasingly crowded and 73% say the all of their sales deals are competitive. Now more than ever, it’s critical to understand both why you win and why you lose.

If your business is like most businesses in the sense that you’re operating in an increasingly competitive market, it can be difficult to determine which competitors are more or less worthy of your attention. One way to make this determination is to calculate — for each competitor — the rate at which you win deals and the ratio of won opportunities to lost opportunities.

Why do we say that? Because with that understanding comes the ability to consistently make smart decisions. When you know how well or poorly you perform against certain variables, you’re better equipped to steer your organization in the right direction. Whether that means doubling down on a specific sector, rethinking the language you employ when communicating with prospects, or investing in competitive intelligence, you’re far less likely to make a misstep when the data is on your side.

And as the intensity of competition rises, so, too, does the price of a misstep! Drop me a line baskar@baachu.com to schedule your win/loss analysis.